Whether we are looking for a new pair of running shoes or researching a disease, search engines are the focus of almost all our information-gathering. Search engines scan the web and use proprietary algorithms to categorize information so they can serve their users the most relevant results. Search engine optimization, or SEO, is the process of affecting those results in an "organic," or natural, way. Companies often pay experts or agencies to improve their SEO, but search engines themselves do not accept payment to improve your organic listing. Instead, they offer paid search results also called pay-per-click (PPC) advertisements.

2. SEO Defined
Whether we are looking for a new pair of running shoes or researching a
disease, search engines are the focus of almost all our information-gathering.
Search engines scan the web and use proprietary algorithms to categorize
information so they can serve their users the most relevant results. Search
engine optimization, or SEO, is the process of affecting those
results in an "organic," or natural, way.
Companies often pay experts or agencies to improve their SEO, but search
engines themselves do not accept payment to improve your organic listing.
Instead, they offer paid search results also called pay-per-click (PPC)
advertisements.
2

3. Why Search? Why Now?
Search has become one of the most popular Internet
activities.
• On any given day online, 59% of people using the Internet use search
engines to discover information.
• 80 % of people start their search by typing a query into a search
engine when looking online for health or medical information.
• Even when patients end up in the doctor’s office following a phone call
or referral, they have usually started their fact-finding and decision-
making online.
3

4. Why Search? Why Now?
With such universal use of search engines
for health information, there is a great
opportunity for companies to become part
of the prospective patient’s consideration
set early in the decision-making process,
and even for companies to help connect
patients with providers.
Some medical technology organizations
consider themselves business-to-business
companies, though, and do not directly
target patients. But this should not affect
strategy: companies that target physicians
can still greatly benefit from SEO.
“We know our customers are looking for
health information online. Clearly we
want them to find us first. Search engine
optimization helps us accomplish this. It
is how we get found by our customers
and how we get found first among our
competition.”
4
David Esterly, Principal Manager,
Digital Marketing at Boston Scientific

5. Why Search? Why Now?
Physicians today use a variety of resources for info and to help them
diagnose and treat patients. The top three information sources used are:
– Colleagues
– Professional journals
– Search engines, such as Google and Yahoo
• 46% of physicians cite search engines as a frequent source of information
• 32% as an occasional resource
• 90% reported that improved access to online medical information improved
their quality of care
• 63% reported changing an initial diagnosis based on new information accessed
via online resources
5

6. Why Search? Why Now?
Given these statistics, it is not surprising
the Grey Matter Marketing Digital
Marketing Survey revealed that medical
technology marketers understand the
value of search engine optimization,
with more than half reporting that SEO
was "very important" or "extremely
important" to their overall digital
marketing strategy.
6
According to the survey, the top search engine marketing activities were:
• Content marketing 52%
• On-page optimization 51%
• Pay-per-click advertising 48%
• Link building 32%
• Article submissions 30%

7. What Medical Technology Marketers
Need to Know About SEO
The case for SEO is clear. Search engines are the hub for people
who need medical information — not just patients, but
practitioners too. No matter what your position in the healthcare
marketplace, you need to make sure that when someone goes to a
search engine for something you manufacture, sell or simply know
about, such as a disease state or medical condition, they find you.
SEO is how to get that done.
7

8. What Medical Technology Marketers
Need to Know About SEO
8
Rank or Perish
If you are not at the top, you simply will not be found.
Seventy-five percent of users never scroll past the first page
of search results.4 In fact, anything listed after the fourth
position receives less than 2% of all clicks.
75%
This is not an easy task. The methods that work today may be out of date
tomorrow. For this reason, and so you can keep on top of the search
rankings, it is important to keep on top of how SEO evolves.
4 marketshare.hitslink.com, October 2010

9. Search is a Moving Target
9
Though several different search engines exist, none is more heavily
trafficked than Google, which has 67% of search market share. The next
most cited search engine is Yahoo, mentioned by just 6% of search users.
Google has been known to alter its algorithm — its method for
determining and delivering search results — as many as 600 times per
year in its quest to deliver evermore relevant search results.
A company’s rankings can dramatically change with even the slightest
update. A strategy that leads to high rankings today, can work against you
tomorrow if Google determines that it no longer fits the principle of
delivering the most relevant information to readers.

10. Search is a Moving Target
10
Panda: tackles
publishers of low-
quality content
(Exact Match Domain):
confronts poor quality
websites with keyword
domains
Penguin: punishes
spammy links and
keyword-heavy
sites
Recent Google Updates
What causes your company to rank high one day might knock you off the first page
tomorrow. Marketing professionals need to stay on top of the latest trends and updates
made by Google and other search engines in order to stay competitive.
Alternatively, they should engage with outside vendors who specialize in SEO and can
consistently monitor and optimize their clients’ web presence. One common mistake
medical marketers make when developing a search engine optimization plan is to consider
SEO a one-time event rather than an ongoing part of any marketing strategy in order to
continue to stay in front of your target patients and physicians.

11. SEO Basics
11
Despite the nuances and technicalities of search engine
algorithms, good search rankings comes down to
understanding your keywords and ensuring on-
page and off-page optimization.

12. Keywords
A keyword is a word or phrase that a person types into a search bar, like
Google, to gather information on a topic online. Keywords are most often
used with search engines, but portals, directories, and even social media
sites offer users the ability to search their content for relevant information.
Marketing professionals can use a variety of methods to discover their
keywords. While many methods are available at no cost, they are often
time-intensive. The keyword discovery method will be highly dependent on
the internal resources available and the timeline.
12

13. Keywords
Some common methods for keyword discovery include:
– Sifting through online review sites, social media, and other websites
your customers frequent, and seeing which topics come up
– Talking with your sales team and customer service department for
FAQs and common topics
– Reviewing your current website analytics for patterns and trends
– Using free tools from Google, such as the Ad Word Keyword tool and
insights for Search
13

14. Understanding Keywords
14

15. On-Page Optimization
On-page optimization refers to the pages of the website itself and settings you can
apply to make your website search engine friendly. Think of on-page optimization as
a way to ensure your website is speaking a language that search engines, like
Google, can understand. On-page optimization impacts 25% of your search engine
results placement (SERP), but even though this number may seem low, it shouldn’t
be discounted. Your website is the backbone of all your digital marketing initiatives
— where you educate, collect and convert customers — so starting with a strong
foundation is key.
15

16. Off-Page Optimization
16
The basics of quality backlinks:
 Make sure the website linking to yours falls in a similar, medical
niche
 Look for websites with high PageRank (PR) scores, because
Google already considers them an authority
 Use different anchor text – the clickable text in a hyperlink – so
you don’t appear to be keyword-stuffing
Off-page optimization refers to the activities outside the boundaries
of your website that contribute to rankings, and it affects the
remaining 75% of your SERP. The main off-page activity that
companies engage in is getting other websites to link to yours, a
practice called “backlinks.” Each link, as long as it is a quality link, is
considered a vote of confidence for your website and therefore
boosts your authority in the eyes of search engines.

17. Off-Page Optimization
Building backlinks alone, however, is no guarantee of results.
Search engines have learned to measure the quantity and quality
of your links and greatly favor natural links — links created by
people who truly value your website’s content.
The best way to go about developing natural, high-quality
backlinks is to produce trustworthy and relevant content and
partner with trustworthy sources. Companies offering hundreds or
even thousands of links for a minimal cost are likely using “black
hat” tactics and delivering you low-quality links. Search engines
now recognize and even penalize for the use of black hat tactics.
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18. 18
Social Signals
Simply put, a social signal is a link from someone’s social network
profile to your web page. For example, if you were to click the
“like” button on a Facebook post or a blog entry, you have just
given a social signal.
Search engines are increasingly rewarding websites for their social
signals, and for good reason. Every time a reader gives a social
signal, they are giving a vote of confidence that the content is
worth reading. Social media is an important part of any company’s
SEO strategy.

19. Social Signals
Medical technology companies can
improve their social signals by
creating engaging social media
content and encouraging discussion
among followers.
Companies can also be hubs for
health information, serving as a
bridge between physicians and the
medical community or becoming a
gathering place for patients with a
certain disease state.
Don’t forget about social media!
In addition to the regular search
engines, all social media platforms
have their own internal search
engines, for example, Facebook’s
Graph Search, which is based on the
information provided in the profile. So
if you have an optimized profile, more
users will find you while searching
within the social network.
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20. If Nothing Else…
• The conclusion is simple: Search engine results matter. You
want to be found by prospective customers and nothing
accomplishes this better than top search engine page results.
• Patients and physicians alike are turning to search engines first
when looking for health or medical information.
• To rank, you have to make sure your website is optimized in
such a way that Google and other search engines can make the
connection between what your company offers and what they
anticipate your customers want.
20

21. If Nothing Else…
• But the “best” ways to get found can change because the
search engine companies continuously reinvent their formulas.
• Those with the best knowledge and experience with these
ranking methods, whether that comes from internal teams or
specialized consultants, receive the benefits of increased traffic
and visibility.
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22. MOBILE MARKETING
Up Next:
22
www.greymattermarketing.com

23. 23
ABOUT GREY MATTER MARKETING
Grey Matter Marketing is a full-service, award-winning marketing agency
working exclusively with medical technology companies. We provide the
marketing architecture to build strong connections with providers and patients
to drive adoption of innovative technology that improves lives. We have a
proven track record in developing both traditional and digital plans that create
compelling marketing experiences and drive business results. Our strength is
finding the important truth in any communication effort, and translating that
truth into something your customer understands, and more importantly, feels.
Armed with this knowledge and insight, we roll up our sleeves and do what we
do best: work hard, think strategically and deliver.
If you are interested in learning more about digital marketing as it relates to
medical technology companies - including the latest trends, ROI, and how to sell-
in digital marketing to your management team - we're offering readers a free
phone consultation. email us at info@greymattermarketing.com